Ten million dollars for thirty seconds

As every year, the Super Bowl once again hosts the most expensive advertising slots in the US industry. In 2026, prices reached $10 million for just 30 seconds of airtime. Demand has been so strong that commercial spots sold out five months before the game, back in September 2025. The figures rise year after year. In 2025, prices were close to $8 million; in 2024, $7 million; and in 2020, they stood at $5.5 million.

This year’s game will be played on February 8 between the New England Patriots and the Seattle Seahawks in California and will determine the champion of the National Football League (NFL). The Super Bowl is currently the biggest advertising asset in global sports, but it is not an isolated case. “College football has also established itself as an extremely valuable strategic asset, something I have followed closely by working directly with college games and with the arrival of this product in Brazil and Spain, among other countries. When a brand invests $10 million in 30 seconds, it is not only gaining audience, but cultural relevance, global engagement and presence at an event where sport, entertainment and media converge. It is a scarce product with growing demand, and it remains valuable even in a scenario of digital transformation,” says Bruno Guilherme, chief executive of Brasil Sports Business and organizer of College Football Brasil.

According to information from advertising sales executives at Fox Sports, the rights holder for the event’s broadcast, demand consistently exceeds expectations, reaching 10 commercial insertions during the game. This is driven by broader investment from the technology sector – particularly companies focused on artificial intelligence – as well as pharmaceutical, financial, alcoholic beverages, consumer goods and entertainment brands. Some traditional advertisers have maintained a presence for years, including Häagen-Dazs, Dove, Doritos and Skechers. The maximum number of commercials is capped at 58.

“An event like the Super Bowl has repercussions across multiple sectors, going beyond sport and strengthening the local economy, especially in tourism-related areas such as hotels and restaurants. Every year, the NFL demonstrates the strength of its product, offering significant perspectives for the sports industry. Few organizations know as well how to turn sport into an entertainment spectacle,” says Joaquim Lo Prete, national manager at Absolut Sport.

When a brand invests $10 million in 30 seconds, it’s not just gaining audience, but cultural relevance."

Bruno Guilherme, Brasil Sports Business

The high price of these slots is also linked to the massive audience generated by the final. In 2025, Fox Sports reported that more than 127 million people watched the game and that gross revenue reached $800 million in advertising sales – a figure that will undoubtedly be higher this year.

According to the Super Bowl Ads website, digital investment around the event increased by 20%, while 90% of the NFL regular-season inventory was also sold. “The Super Bowl is already a unique event because of its ability to combine the NFL’s peak moment with music icons and incredible fan experiences. The participation of high-profile singers and artists helps expand the audience even further, going beyond the core sports fan base, increasing engagement with the spectacle and attracting new audiences to the sport,” adds Danielle Vilhena, director of operations and projects at End to End Agency.

An event capable of attracting so many eyes at once and generating conversations on social media that last for days justifies the investment.”

Ivan Martinho, Sports Marketing

Another factor influencing these figures is the halftime show, featuring world-renowned musical artists. This year’s headline act will be Puerto Rican rapper and singer Bad Bunny, a three-time Grammy winner; in 2025, the chosen artist was rapper Kendrick Lamar. Data from Nielsen, the audience measurement and trends company, show that more than 140 million people may have watched the game in 2025, breaking the record set in 2024 with 124 million and in 2023 with 115 million. Projections for this year point to more than 150 million viewers worldwide.

“Although the cost may seem overwhelming at first, it is worth considering that we are dealing with the largest media market in the world, which is currently experiencing intense competition for attention. An event capable of attracting so many eyes at once and generating social media conversations that last for days after the final whistle ultimately justifies the investment,” says Ivan Martinho, a professor of sports marketing at ESPM.

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